![\"preference](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/11\/preference-centre.jpeg\")
<\/figure>\n<\/div>\nBy giving prospects and customers the choice of what information they want to receive from your brand, you can increase their interest. But you can also tailor your content and commercial propositions to their interests. Finally, you will reduce the risk of unsubscribing and improve targeting, in order to create new links with your customers and prospects. Your priority objective: to humanize your brand or your company.<\/p>\n
1- Use the preference center to highlight your brand<\/h2>\n
The preference center goes beyond a simple unsubscribe tool: it clarifies the relationship with your customers and prospects. And as such, it serves your branding and engagement around your brand.<\/p>\n
So, first thing to do: highlight your logo!<\/p>\n
Who has never landed on a non-branded preference center and asked “what the hell? It’s a no-brainer, but there are still companies that don’t realize the impact on the UX side and the missed opportunity to show their brand on this medium as well.<\/p>\n Spotify’s preference center is often cited as an example of best practices<\/a> in the music industry<\/p>\n Less is more ! This is the magic formula for building an optimized preference center that won’t drive visitors away on the first visit. As you go about GDPR compliance and preference center building, remember that your goal is to minimize email churn.<\/p>\n To optimize the chances of keeping a maximum number of subscribers, don’t hesitate to follow these best practices:<\/p>\n Collect only the personal data you need. Don’t ask for too much sensitive data. Indeed, this is the best way to push a user out. To avoid this “worst case scenario”, you must explain to users what your intentions are and how their personal data will be used. You must also assure them that all the data collected will be protected.<\/p>\n With the entry into force of the GDPR law in 2018, Internet users now have a right to look at the use made by companies of their personal data. It is therefore more than ever time to question the interest and relevance of the data collected.<\/p>\n Thanks to smart forms designed to be integrated into the user’s journey, you will be able to improve your customer knowledge by analyzing their interests, preferences, habits and online journey.<\/p>\n You don’t have to be a magician to know that customer knowledge is based on two pillars:<\/p>\n By inviting Internet users to fill in their profile, you will succeed in segmenting your audience in a finer way, thanks to a better targeting of your actions. Thus, it becomes easier to analyze the results of your campaigns and to adapt them according to the feedbacks.<\/p>\n To encourage customers and prospects to share their personal information, don’t hesitate to be original and to clearly solicit them.\u00a0At Merlin\/Leonard, for example<\/a>, we systematically send an email to new prospects, inviting them to visit our Giant Registry of Preferences and Desires. A little humor never hurts…<\/p>\n When a prospect decides to unsubscribe from your mailing list, it is essential to try to get their feedback. But be careful, don’t impose anything, it’s not about getting feedback at any cost.<\/p>\n Thus, feedback is part of the good practices of the preference center. The interest of customer feedback is to better understand the reasons why people unsubscribe from a mailing list. You will then be able to adapt your campaigns and marketing content according to the responses you receive.<\/p>\n It is also an excellent way to avoid total opt-out, for example by proposing a selective opt-down to customers and prospects whose opt-in you were unable to obtain.<\/p>\n![\"\"](\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-12-01-at-2.17.30-pm.png\")
<\/figure>\n2 – Set up a simple process for the visitor in your preference center<\/h2>\n
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3 – Learn more about your customers by allowing them to fill in their profile<\/h2>\n
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4 – Ask customers and prospects for feedback when they leave your mailing list<\/h2>\n